haku: @author Tscheulin, D. K. / yhteensä: 3
viite: 1 / 3
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| Tekijä: | Tscheulin, D. K. Helmig, B. |
| Otsikko: | Zur Effizienz verschiedener Ausgestaltungsformen vergleichender Werbung - Internationale Rechtslage, "state of the art" und Ergebnisse einer empirischen Studie |
| Lehti: | Schmalenbachs Zeitschrift für Betriebswirtschaftliche Forschung
1999 : VOL. 51:6, p. 550-578 |
| Asiasana: | COMPARATIVE RESEARCH ADVERTISING BRANDS |
| Kieli: | ger |
| Tiivistelmä: | In most European countries comparative advertising is still prohibited. This paper describes the current legal position in different countries and the changes to be expected within within the next few years. After the state of the art in research concerning comparative advertising the findings of a representative empirical study based on 151 respondents is presented. It is shown that direct comparative advertising outperforms non-comparative advertising in terms of producing better market transparency. However, non-comparative advertising is considered to be more credible and less unfair. Examining different comparative advertising designs, the empirical results of Kruskal Wallis Tests show that the use of several comparative brand is more efficient than the use of only one brand. Especially the market transparency, the attraction and perceived informational value increases. |
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